How The Flex Company founder Lauren Wang disrupted menstrual care
Masters of Scale
Deep Dive
Why did Lauren Wang decide to start The Flex Company?
Lauren Wang started The Flex Company due to her own health issues caused by tampons, which led her to discover a lack of innovation in menstrual care products over the past century. She wanted to create a better alternative for herself and others.
How did Lauren Wang initially fund The Flex Company?
Initially, Lauren Wang funded The Flex Company by cashing out her 401k and moving in with her boyfriend, using her apartment on Airbnb, and facing almost eviction. She also took a big bet by placing a large order for her product without having the funds to fulfill it.
What was the turning point for Lauren Wang in deciding to become the CEO of The Flex Company?
The turning point came when a friend, who was starting a company, suggested that Lauren should consider being the CEO herself. This conversation made her realize she was capable of leading the company.
What challenges did Lauren Wang face when trying to break into retail with The Flex Company?
Breaking into retail was challenging because legacy brands like Procter & Gamble and Unilever controlled the shelves, and there was no reason for retailers to believe a new product would sell. Additionally, managing cash flows with retail payment terms was complex.
How did The Flex Company manage to scale its distribution to over 30,000 stores?
The Flex Company scaled its distribution by focusing on both direct-to-consumer sales and retail partnerships. They managed to secure placements in major retailers like CVS, Target, and Walmart, overcoming initial skepticism about the product's appeal.
What role did Y Combinator play in The Flex Company's early success?
Y Combinator provided The Flex Company with valuable mentorship and a platform to pitch their business to investors. The incubator's support helped Lauren Wang secure initial funding and navigate the early stages of building her company.
How did The Flex Company handle the challenge of demonstrating demand for their product before it was FDA cleared?
The Flex Company demonstrated demand by creating a waitlist and then hand-delivering samples to customers in different cities across Europe, using budget airlines and Airbnb stays to manage costs.
What marketing strategy did The Flex Company adopt to differentiate itself in the menstrual care market?
The Flex Company adopted a marketing strategy that focused on highlighting the benefits of their product without fear-mongering or bashing competitors. This approach created an authentic and welcoming brand image.
What recent event significantly boosted The Flex Company's growth?
A recent study from the University of Berkeley that found 14 major tampon brands, including organic ones, tested positive for toxic metalloids like lead and mercury, significantly boosted The Flex Company's growth as consumers sought safer alternatives.
What are The Flex Company's future plans for growth?
The Flex Company plans to introduce new products, deepen relationships with retail partners for joint innovation planning, and expand internationally. They also aim to increase awareness and accessibility of their products globally.
- Founded Flex Co. in 2015
- Overcame self-doubt and external skepticism
- Inspired by personal health struggles with tampons
- Developed a unique menstrual disc
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